Young men around the world like to be active and do fun, challenging things – especially during the heat of summer. The issue is that the heat on the scalp tends to trigger dandruff. Research indicated that 95% of men deal with this by using any old unisex anti-dandruff shampoo, which couldn’t fully meet their cooling or anti-dandruff needs.
We chose Cristiano Ronaldo, one of the world’s best footballers to front the campaign for Clear ‘Cool Sport’ – a truly global figure who leads the sort of active, challenging lifestyle that young men all aspire to. A fantastical TV Commercial uses Ronaldo to bring the issue alive, as he defeats the heat of summer by using Clear ‘Cool Sport’, to cool himself down and kick the sun into touch. Alongside print, POS and sampling, there was also a digital game to increase engagement and interaction.
The campaign worked both on a brand and sales level. Brand Health (for Men) increased across key markets such as China, Russia, Brazil & Thailand, as did penetration, the key challenge for the campaign.